Shooting Industry June 2012 Digital Edition - Page 30

Swarovski offers a wide range of optic options, including the EL Range binoculars, all of which are backed by dealer training. Visit www.shootingindustry.com/swarovski-optik. OPTIC SMART O ptics enjoy a built-in, year-round market. Yes, your customers’ primary purchases may be firearms and ammunition, but optics rate high in follow-on, must-have sales. The white-hot firearm sales following the election of President Obama also had a positive impact on optics. “Our business slowed a little bit just because people were so focused on buying guns. But six or eight months in, once people had all these rifles in their closets and realized they needed optics on them, that’s when we started to see the pace pick up. It’s been really good the last year or two,” said Dean Capuano, director of communications at Swarovski Optik North America. How many of the rifles purchased in your store include a quality scope upgrade? How many of your customers who are preparing for their next big hunt realize the difference a quality binocular or spotting scope will make in the field? That’s where you play a key role. Dealers who really know the features of today’s Education, Education, Education — It’s Key To Profits! More Than Basic Features By Greg Staunton optics and train their sales staff are the ones enjoying the profits. “The biggest thing for us is educating the dealer, the consumer and our reps to really look at the features and benefits of the product. It’s education, education, education — showing them why high-end optics are better than some of the lower-priced brands,” Capuano said. How has selling optics in today’s market changed? “Two things. Number one, the quality of optics has increased. When we first introduced our EL binocular in 2000, it was very easy to see the difference. As some of the other binocular companies have improved their quality, now you really need to have the consumer take the time to look at field-of-view and look at the quality of the glass,” Capuano said. Hunters, especially those traveling to far-flung areas and investing in expensive hunts, are looking for anything that will give them an edge in the field. Capuano says dealers need to be able to demonstrate to their customers that all optics are not the same. “Dealers need to take the time to train their sales staff to show the quality of the glass and coatings, to show the edge quality on Vortex Optics’ Viper PST (Precision Shooting Tactical) riflescope series has models available in first and second focal plane reticles. Visit www.shootingindustry.com/vortex-optics. 30 JUNE 2012 Subscribe to SI DIGITAL www.shootingindustry.com